With the growth of the Internet and social networking, celebrity veneration has become more participatory advancing it to even greater prominence. Consumers are increasingly forming online communities based on a shared devotion or enthusiasm for a product, brand, activity, or cause (Cova and Pace 2006). Such communities may be strongest, however, when based on a shared fascination with a celebrity or other public figure. The present study examines buyer and seller responses to a celebrity death using data from eBay auctions and differences in response across different death situations.
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